Tips on pitching media

I sat in on a helpful media breakfast this morning, featuring three editors from Scottsdale media and put on by PRSA’s Phoenix chapter.   No matter whether you’re pitching Scottsdale media or just pitching editors and reporters in general, they had useful tips – here’s a breakdown of what we learned from Peter Corbett of the Scottsdale Republic, Michelle Glicksman of So Scottsdale and Scottsdale Health magazines, and Kimberly Hundley of Scottsdale Airpark News:

• Media in general prefer local calls vs. calls coming in from NY, LA, etc – the local people have a better idea of the pulse of the community and its publications
• Reporters appreciate it when PR contacts make the information understandable.  “Get to the point, break it down (no jargon).”  One phrase given as an example of jargon was “business solutions” – so strike that from your press release copy!
• With smaller staffs at the publications these days, the reporters’ jobs are more challenging
• Extremely aggressive PR tactics are discouraged
• Because of the economy, editors like Michelle are stretched thin.  She relies on PR people more.  Downside – she can’t always be at events, since she handles so much of the publication activities, from concept to coordinator to the words on the page.
• All three editors prefer email vs phone calls.    
• It helps to save time and effort if you run the story idea by your media contact and write the copy, based on her input regarding angle.  
• Many editors don’t answre the phone at work.   Best line of the day:  “Some people believe in the power of the phone.  DON’T believe in the power of the phone.”
• The panel discouraged PDF attachments because they make it difficult to cut and paste.  Use Word if you have to use an attachment.
• Make it easy for your contact to use photos – don’t send her to an FTP site and tell her to download what she needs.
• Cut to the chase in the subject line of the email pitch you send
• Make sure you have the business address in there
• If you list a client, make sure they’ll talk when called
• Make sure of your facts
• When you send photos, make sure they’re high-resolution, jpeg format
• Social media is especially good if you h ave something as a giveaway or discount, which the publication can then tweet to their community
• The separation of church and state (advertising and editorial) isn’t as rigid as it once was.   Magazines have to put their advertisers first, and often have to pass on competitors’ stories.